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Omnichannel: Kann Online ohne Offline funktionieren?
Vortrag
Düsseldorf, 26.04.2013
Prof. Dr. Marc Drüner
MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING
AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0
SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS
MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET
COLLABORATION WITH CHAIR OF MARKETING AT TONJI UNIVERSITY
CLIENT REFERENCES CONSULTING INTERNATIONAL BRANDS SINCE 1999
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –optimierung
4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
“…SOCIAL NETWORKS ARE THE OPERATING SYSTEMS OF THE DIGITAL SOCIETY…”
(Digital Quarters, 2011)
“…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)
“…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND
MORE ON IT THAN THE CIO…” (Gartner Group, 2012)
“…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)
“…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCES FROM OTHER INDUSTRIES TO THE IBM WORLD…”
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…everyone wants to capture the end customer!
Third parties
OEM Supplier Retail End customers
Competitors
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data driven business = enriched user data:
= behavioral user profiles & understanding = build better products, better services, better … = make more money
What’s my data?
TALKING ABOUT
… + …
Owned media
Market research
… + + + +
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Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –optimierung
4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
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No! Offline and Online are a great match!
AND
= PERFECT MATCH!
OFFLINE
ONLINE
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Shopper Marketing: Leveraging the online and mobile trend for sales increase across all channels
APPS
MOBILE
ONLINE
SOCIAL
LOCAL
GAMING
…
COUPONS
BRICK AND MORTAR
MOBILE COMMERCE
ONLINE COMMERCE
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Welcome to the world of Digital Shopper marketing
CUSTOMER INTEGRATION SHOPPING ASSISTANTS
LOYALTY CREDITS COUPONING
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Key benefits of all stakeholders by implementing strategic shopper marketing
Shopper Loyalty
Additional Sales
Brand Image
Activated Shopper
Consumer Loyalty
Additional Sales
Brand image
Leveraged Customer Relationship
Capabilities in Digital Shopper Marketing
BRAND RETAILER
Targeted Deals
SHOPPER
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DIGITAL SHOPPER MARKETING WEB-BASED PLANNING TOOL
TARGET-ORIENTED PLANNING
OF DIGITAL SHOPPER ACTIVITIES
REGION & KEY ACCOUNT
Intensive involvement with familiar products
WHICH STRATEGIC GOALS SHOULD BE REACHED? WEIGHT THE STRATEGIC GOALS BY DISTRIBUTING A TOTAL OF 100%
Interest in new products
Incentive for unplanned purchases
Influence of store choice
Influence of product choice
Initiation of additional purchases
Informing friends/ acquaintances
BRAND SELECTION
TARGET GROUPS
RECOMMENDED ACTIVITIES
100%
TARGETED
STRATEGIC GOALS
GOAL-ORIENTED
PRESELECTION
BRAND SELECTION
ENGAGING
BRAND SELECTION
SUCCESSFUL
START OPTIMIZATION
RECOMMENDED ACTIVITES
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Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –optimierung
4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
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AND HOW CAN WE MEASURE OUR SUCCESS?
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TURNING DATA INTO SUCCESS
The challenge is to build a tool that aggregates existing and new data automatically, reduces complexity and creates actionable insights for research and marketing.
CHALLENGE
“Using information from the internet is like drinking water from a fire hydrant”
Mitchell Kapor, founder of Second Life
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
88% of tablet
owners and 86% of smartphones use
their devices while
watching TV Nielsen Social TV Aug. 2012
Television & Internet
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
38% surf on facebook whilst watching TV
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
Taking this behavior into account provider develop
parallel programs
TALKING ABOUT
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DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION
vs. internal
cases
Vs. Compet
ition
Vs. Award Winner
OPINION MINING
ONLINE SURVEYS
WEB ANALYTICS
SOCIAL DATA
SEARCH DATA
MEDIA SPENDING
DATA SOURCES (heterogeneous, old & new data)
LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola)
ACTIONABLE STEPS
TO SUCCESS
BUSINESS OBJEVTIVES
BENCHMARKING (internal & external )
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Data-driven change: How new data can fulfill the CMO’s key needs
UNSURE WHERE TO INVEST SUCCESS PER CHANNEL
EX-POST REPORTING REAL-TIME IMPROVEMENT
DATA SILOS FOR EXPERTS ALL DATA IN ONE PLACE
DISPERSED, ANONYMOUS COMMUNICATION
TARGETED MESSAGING
LACK OF COMPARABILITY 360°BENCHMARKING
OLD WORLD NEW WORLD
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A central hub for data aggregation, reporting and insights
Taking KPI management to the next level
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Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –optimierung
4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
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Retail + mobile: THE combination for the future of commerce
http://www.factbrowser.com/facts/8207/
Mobile commerce will account for 24.4% of overall ecommerce
revenues by the end of 2017
1 in 8 EU5 smartphone users actually completed a retail transaction on their
phone
Mobile commerce sales will reach $30B in 2016
More than 2/3 of mobile transactions use alternative
payment methods like PayPal instead of credit or
debit cards
8 in 10 shoppers interested in mobile wallets would use a Paypal wallet if one was available, vs 6 in
10 for Google and Apple
46% of smartphone owners aged 18-34 have shared their locations with a retailer, compared to 22% of those
aged 35-54
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Mobile Couponing Market is exploding
Source: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01
Consumers worldwide will redeem
more than $43 billion
in mobile coupons in 2016,
an eightfold increase from the
$5.4 billion in mobile coupon values
subscribers will redeem in 2011.
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It’s all about giving & taking
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Perfectly leverage shopper preferences along different key success factors of mobile loyalty approaches
GAMIFICATION UNIQUE USER EXPERIENCE
SOCIAL SHARE
TARGETED
ENGAGING ATTRACTIVE BARGAIN
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Thank you for your attention!
Prof. Dr. Marc Drüner trommsdorff + drüner innovation + marketing consultants GmbH Rosenstraße 18 10178 Berlin Fon +49 (0)30 27876027 Fax +49 (0)30 27876066 Mob +49 (0)151 18440018 [email protected] www.td-berlin.com